Effect of Hair Salon Selection Criteria on Consumer Behavior and Satisfaction

Abstract

This study seeks to identify effects of hair salon selection criteria on consumer behavior and customer satisfaction in recent times to provide current management strategies for hair salons operating under the changing post-corona business conditions. 346 surveys were collected and ran through SPSS 21.0 program for frequency, reliability and multiple regression analysis. The outcome indicated competence and relation factors of selection criteria variable had statistically significant positive effect on all consumer behavior factors while price factor of selection criteria had negative effect on consumer behavior variable’s positive promotion factor. Competence and relation factors of selection criteria variable had positive effect on service and price satisfaction factors while increased tendency for price factor had reverse effect on service satisfaction factor. Therefore, in order to increase customer satisfaction and encourage positive promotional activities, hair salons shouldn’t focus too much on pricing as sometimes lower price can have little impact or even reverse effect on customer’s perception of service quality, and instead focus on implementing workplace training that enhances competency and relational abilities of professional hairdressers.